Annual Report 2018









Daimler is committed to shaping a new era of mobility in which the focus is on the CUSTOMER. We aim to completely fulfill our customers’ changing requirements.

We are laying the groundwork for that with four components of our strategy. They are our strong global CORE business, pioneering innovations in the future-oriented areas of CASE (Connected, Autonomous, Shared & Services, Electric), a flexible CULTURE of cooperation, and the effective restructuring of our COMPANY.

By means of this 5C strategy, we intend to offer the best customer experiences and to continue along our successful path — also to the benefit of our employees, partners and investors.





A unique customer experience for drivers and passengers. The new A-Class from Mercedes-Benz is the first production model series to offer the MBUX multimedia system (Mercedes-Benz User Experience), which heralds a new era of Mercedes me connectivity. The system’s special feature is its ability to learn by means of artificial intelligence. MBUX can be customized and adapts itself to its user. Thanks to its intuitive operating concept, it creates an emotional bond between the vehicle, the driver and the passengers. MBUX is standard equipment also in the A-Class L Sedan, the model variant with a long wheelbase that was developed exclusively for the Chinese market.





An innovation fleet for pilot customers. Mercedes-Benz presented its first all-electric heavy-duty distribution truck back in 2016. Now it’s taking the logical next step by putting the Mercedes-Benz eActros through a practical use test on the road. Ten near-series-production vehicles are being tested by a total of twenty customers under real-life conditions to check out their suitability for daily use and their economy. The initial focus is on intra-urban goods transport and delivery; the eActros can generally cover the necessary ranges with ease. The long-term goal is to make quiet and locally emission- free driving possible in cities with series-produced trucks.


eActros — fine tuning in fleet testing

In cooperation with pilot customers, the near-series-production Mercedes-Benz eActros is being developed further so that its technology and economics are optimally adapted to daily use in the logistics sector. These heavy-duty electric trucks are being tested in urban traffic by an innovation fleet consisting of vehicles ranging in weight from 18 to 25 tons that are used for the distribution of various categories of goods by companies in diverse sectors. The first ten pilot customers are testing the vehicles for one year each in real-life operation. After that, the eActros fleet will be handed over to ten other customers for further testing in daily use. With this project, Daimler Trucks is responding to its customers’ tremendous interest and gaining comprehensive information. The goal is to bring cost-efficient electric trucks for heavy-duty inner-city distribution to series production and market maturity starting in 2021.





Fit for many different customers and uses. The new Sprinter is the first customized complete system solution from Mercedes-Benz Vans to hit the road for a wide variety of sectors. This large van also rings in the digital age in its category and epitomizes Mercedes-Benz Vans’ evolution from a pure vehicle manufacturer to a provider of holistic transportation and mobility solutions. Thanks to its extensive connectivity, the Sprinter enables customers to take full advantage of the connectivity services of Mercedes PRO as a platform for present and future services, solutions, and digital services related to daily business. It also offers the all-new MBUX (Mercedes-Benz User Experience) multimedia system. Thanks to its more than 1,700 different variants, the third generation of this bestseller in the van portfolio is equal to just about every transportation task.





Flipping the switch to meet new customer wishes. Intelligent electric mobility combined with attractive design, outstanding driving pleasure, great suitability for daily use and exemplary safety — that’s what the young product and technology brand EQ stands for. It represents the Mercedes-Benz brand’s values — emotion and intelligence — and offers all the essential aspects of customer-oriented electric mobility. Above and beyond the electric vehicles themselves, EQ offers a comprehensive electric mobility ecosystem of products, services, technologies and innovations such as wallboxes and charging services. The EQ brand will start its electric product offensive in mid-2019. By the year 2022, the entire portfolio of Mercedes-Benz Cars will include more than 130 electric variants.


EQC — Starting the future of mobility

Its time has come: The all-electric EQC (electricity consumption combined: 22.2 kWh/100 km; CO2emissions combined: 0 g/km, preliminary figures)1 will hit the road in mid-2019. The first series-produced EQ model is an all-round winner in terms of comfort, quality, and everyday utility — it’s the Mercedes-Benz of electric vehicles. This progressive crossover SUV is considered the pioneer of an avant-garde electro-aesthetic, thanks to its unique combination of design, functionality, and service. That’s in addition to its impressive driving dynamics and an electric operating range of up to 450 kilometers according to NEDC1.

1 The figures for electricity consumption and CO2 emissions, which were calculated by an external technical service, are provisional and non-binding. The figures for the vehicle’s range are also provisional and non-binding. An EU type-approval certificate and a certificate of conformity with official figures are not yet available. The figures given above may deviate from the official figures.

Concept EQ A — Electrifying the compact class

The electric offensive at Mercedes-Benz is accelerating. That’s demonstrated by the Concept EQ A, the first all-electric EQ concept car of the Mercedes-Benz brand in the compact segment. It combines state-of-the-art electro-aesthetics with strong dynamics and general long-distance capability in everyday use, based on an architecture that has been exclusively developed for battery-electric models. This electro-athlete has two electric motors with a system capacity of more than 200 kW. It can be charged by means of induc- tion or a wall box and is also prepared for fast-charging systems.





We focus on our customers, worldwide. Daimler operates all over the globe, with a broad range of products and services covering all aspects of mobility. Its portfolio thrills discerning Mercedes-Benz S-Class drivers, urban owners of a smart fortwo, and Mercedes-AMG customers with sporty ambitions, as well as the leisure-oriented drivers of a Mercedes-Benz V-Class Marco Polo. The same goes for commercial customers such as forwarding agents, bus companies, taxi operators and, last but not least, the approximately 31 million well-connected users all over the world of our innovative mobility services such as car2go, mytaxi and moovel. All of our customers have a wide variety of requirements and opportunities, and Daimler has the right products for each one of them. To make sure things stay that way, Daimler aims not only to continue to be a leading automaker, but also to develop into a leading provider of mobility services. In everything we do, we focus on our customers’ wishes — that’s the basis of our future success.





On course for the future — for our customers and society. The all-electric Mercedes-Benz eCitaro is locally emission-free and almost silent. This electric bus combines the platform of the bestselling Mercedes-Benz city bus with innovative technologies. It is raising electric mobility in city buses to a whole new level and captivating customers with pioneering thermal management, energy efficiency, and very practice-oriented operating ranges. Mercedes-Benz delivered the first series-production models to customers in late 2018. Orders for 20 and 15 eCitaros came from Hamburg and Berlin respectively in 2018. Thanks to its outstanding performance, the eCitaro already complies with many requirements of transportation companies — and its complete eMobility system is launching an innovation offensive for electrifying local public transportation.





A trendsetter for people and urban mobility. The moovel lab promotes the innovation culture of the moovel Group. This Daimler Group company aims to partner with cities and transportation operators to simplify mobility and offer customers access to the right mobility options. The moovel lab is the professional creative space for this process. The lab’s interdisciplinary team addresses future-oriented issues of mobility in urban environments. It generates new ideas, product prototypes, and approaches to dialogue among professionals and the public. What do urban traffic areas look like around the world? The moovel lab is working to answer this question in its project “The Mobility Space Report: What the Street!?”. The project visualizes driving and parking areas in 23 major cities on an interactive online platform and shows how autonomous driving can redistribute these spaces.





Pioneering work for the logistics sector. Daimler Trucks is taking truck automation to the next level with the new Freightliner Cascadia. It’s a world premiere, because this is the first partially automated series-production truck on North American roads. It’s also the next step toward highly automated trucks, which will allow even better safety and performance. In addition, they will offer huge advantages for transport companies and a sustainable future for the logistics sector. In the years ahead, Daimler Trucks will invest €500 million in the development of highly automated trucks in order to make them market-ready within a decade. The centerpieces of partial automation are Active Drive Assist (Mercedes-Benz Actros, FUSO Super Great) and Detroit Assurance 5.0 (Freightliner Cascadia). These systems already allow partially automated driving in all speed ranges.





Fulfilling and surpassing customers’ wishes. In early 2018, Daimler Financial Services and its partner Soul Machines presented the digital avatar “Sarah”. This machine will be able to support customers just like a personal concierge in many situations. Through a combination of artificial and emotional intelligence, Sarah will respond to a variety of customer wishes by providing the right information at the right time. This digital avatar is voice-controlled, multilingual, and available everywhere at any time. It thus provides an answer to the growing volume of online business, with more and more purchasing decisions being made on digital platforms. Sarah has already been used successfully in a pilot project to answer customers’ frequently asked questions at a call center.





Innovation for cities, companies and commuters. Vision URBANETIC from Mercedes-Benz Vans aims to abolish the distinction between passenger transportation and goods transport. This autonomously driving platform with battery-electric drive can be flexibly equipped with a cargo module or the people-mover module. As a result, this revolutionary concept can fulfill growing mobility demands and varied customer wishes — sustainably, efficiently, and in line with demand. The fully connected Vision URBANETIC is also meant to be part of an ecosystem in which logistics companies, local public transportation operators and private customers can communicate their mobility wishes digitally. This is how we intend to reduce traffic flows, relieve the pressure on city centers and help to create a better quality of life for city dwellers.





Thrilling more and more users in a future-oriented market. About 31 million customers are already using Daimler’s mobility services, which include car2go, the pioneer of free-floating car sharing, as well as the multimodal app-based mobility platform moovel, the taxi-hailing app mytaxi, the on-demand ride-sharing service ViaVan, and numerous other services. The ability of these innovative mobility services to attract new customers all over the world is proven by the significant increase in user figures in 2018 compared with the prior year. In 2018, our mobility services were used by customers in more than 130 cities in Europe, China, and North and South America. Daimler has forged ahead with its transformation into a provider of integrated mobility services and will continue to systematically expand its portfolio to create the urban mobility of the future.





Getting ideas quickly to customers and the market. Lab1886 is the global innovation machine from Daimler. Since 2007, this “company builder” has been successfully working like a startup to develop and commercialize new business models. For example, it has created the flexible car-sharing service car2go, the mobility app moovel, and Mercedes me, the digital entry into the world of Mercedes-Benz. And it has demonstrated what it’s like to leave familiar paths behind through its involvement with the unconventional idea of vertical mobility. With its strategic investment in the Volocopter startup, Lab1886 has joined its partner to open up the new market segment of the third mobility dimension. In the future, the innovative urban air taxis from Volocopter may help to relieve the pressure on inner-city traffic.





Flexible vehicle production, a modern work environment, and Industry 4.0 under one roof. Mercedes-Benz Cars is building the automobile production line of the future at the Sindelfingen plant. A completely new infrastructure will be used in Factory 56. The hall will be fully provided with Wi-Fi, it will communicate with its surroundings, and it will use digital tools. The 360-degree connectivity will extend far beyond the production halls. It will include the suppliers, the teams for development, design, and production, and the customers, who can already use the Mercedes me app to gain insights into the production of their vehicles. A new type of work organization will take the employees’ individual needs into account. Sustainability and energy efficiency will also play a huge role, for example through the use of renewable energy sources. At the beginning of the next decade, Factory 56 will launch its series production of upper-range and luxury-class cars and electric vehicles, as well as fully automated driverless vehicles.





Focused, flexible, and even closer to customers. The mobility sector is changing rapidly, and that’s why Daimler is restructuring itself with Project Future, which is part of its 5C strategy. Three legally independent entities will be created under the roof of Daimler AG. Mercedes-Benz AG and Daimler Truck AG will take over the business operations of Mercedes-Benz Cars & Vans and of Daimler Trucks & Buses respectively. Daimler Financial Services AG, which is already a legally independent company, will be renamed Daimler Mobility AG. This structure will sharpen our focus for the business success of the future by strengthening our entrepreneurial operations and safeguarding synergies. At the center of all of these changes are our customers’ needs. In its new structure, Daimler will be able to offer its customers individualized mobility solutions even more effectively all over the world.



Intuitive. Emotive. MBUX.
Emotive. Efficient. eActros.
Digital. Connected. Sprinter.
Electric. Intelligent. EQ.
Diverse. Discerning. Customers.
Urban. Electric. eCitaro.
Inventive. Intermodal. moovel lab.
Automated. Trailblazing. Cascadia.
Digital. Interactive. Sarah.
Autonomous. Modular. Urbanetic.
Worldwide. Trailblazing. Services.
Innovative. Creative. Lab1886.
Connected. Sustainable. Factory 56.
Shaping. Future. Daimler.